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THE HONEYWELL BRAND
Q. What does it mean when Honeywell says we have a "Modified Master Brand" strategy?
A. That means that the company and most of its business units, products and services use the well-known and respected "Honeywell" brand name. Within its master brand architecture, Honeywell supports many sub-brands, product brands and services brands that are well-known identifiers in their respective markets. In all cases, these brands are secondary to the Honeywell Master Brand.
Honeywell also supports a select number of Standalone Brands, which are valuable and well-recognized within their particular markets of interest. In addition, the company supports a small number of Endorsed Brands in the safety and security marketplace, to take advantage of the combined power of the Honeywell name and these well-recognized brands that Honeywell has acquired.
Q. Why is brand important?
A. Studies consistently show that, all other things being equal, people prefer to buy brands they know and trust. Strong brands can also help a company command a price premium, grow market share, reduce the cost of sales and become more competitive in the marketplace. Protecting and building a strong Honeywell brand can help the company grow, achieve its financial objectives, keep its existing customers and attract new ones. Studies also show that people prefer to work for companies that have great reputations and world-class brands. So a strong Honeywell brand image will help us attract and retain the very best employees.
TRADEMARKS
Q. Who’s responsible for protecting the company’s trademarks and service marks?
A. Every employee shares the responsibility for protecting and correctly using the company’s trademarks and service marks. Properly used, trademarks and service marks can be powerful tools for building the Honeywell brand and helping us attract and keep customers.
Q. What can I do to protect our company’s trademarks and service marks?
A. You can find general guidelines for protecting the company’s trademarks and service marks on this website. If you have specific questions, contact the appropriate Legal or Communications representatives for your business or function.
Q. How do I go about getting trademark protection for a new product I’m working on?
A. In line with our Honeywell Master Brand strategy, Honeywell discourages business units from developing unique brand names, trademarks and service marks for new offerings.
"Honeywell" is the primary designation for products and services marketed under the Honeywell Master Brand. In most cases, product and service names should include the word "Honeywell," followed by a generic word or phrase that describes the type of offering. Simplicity should be the guiding principle. For more information on the Honeywell Master Brand naming policy, see the Nomenclature Standards that are part of these guidelines.
New trademarks should be created only when necessary to achieve long-term business objectives. Requests for approval of new brand names, trademarks and service marks must be coordinated through the appropriate Strategic Business Group Legal and Communications representatives, the Corporate Trademark Counsel and Corporate Communications. For more information or to begin the trademark exploration process, contact the appropriate Legal or Communications representatives.
ACQUISITIONS
Q. How do these standards apply when Honeywell acquires a new company or product line?
A. In almost all cases, acquisitions will be integrated into the Honeywell Master Brand to capitalize on the name recognition and reputation inherent in the Honeywell brand. When Honeywell acquires a company, business unit, brand, product line or other entity, it is important that a Brand Management and Identity System strategy be developed as an integral part of the acquisition and integration plan. Our goal is to capitalize on the acquisition’s name recognition and brand equity during a short period of transition to the appropriate Honeywell Brand Management and Visual Identity System (i.e., Master Brand, Standalone Brand or Endorsed Brand).
THIRD PARTY USEAGE
Q. Is it OK to let another company – a customer or vendor, for example – use our name and logotype?
A. Honeywell frequently receives requests from customers, partners, vendors, suppliers and others to use the Honeywell name or logo in promotional applications – advertisements, brochures, trade-show displays, case studies or websites, for example. In general, Honeywell is open to allowing its name and logotype to be used by reputable partners if such usage is in the best business interests of the company. All requests must be approved by the appropriate communications manager.
BASIC ELEMENTS
Q. Who is responsible for adhering to these standards?
A. These standards apply to all Honeywell employees. Additional standards found here and elsewhere may apply to employees who work for business units that fall under one of Honeywell’s Standalone Brands or Endorsed Brands.
In addition, Honeywell partners and vendors must adhere to applicable sections of these standards when preparing communications materials and other items for Honeywell. Customers, vendors and partners should request approval before using the Honeywell name, logotype and other trademarks or service marks; they must also adhere to applicable sections of these standards.
Q. Why are Visual Identity Standards important?
A. Visual Identity Standards help ensure the consistency and quality of the image that Honeywell projects inside and outside the company. The Honeywell name, logotype and our other well-known trade names are valuable company assets. By using them consistently and correctly, we can all help protect and build the value of the Honeywell brand.
Q. When should I use the name "Honeywell International" instead of just "Honeywell"?
A. In normal day-to-day written and verbal communications, the company should be referred to simply as, "Honeywell." The company’s full legal name – "Honeywell International Inc." – should be used only in contracts and other documents where use of the company’s full legal name is required.
Q. What is the company’s advertising slogan?
A. The company doesn’t have an advertising slogan. While Honeywell has used various themelines, taglines and slogans in its promotional materials over the years, there is no current themeline.
Q. Can we develop an advertising tagline for my business unit?
A. No slogans or themelines can be used to promote the Honeywell Master Brand. While business units and departments often develop program slogans or themes for internal use, it’s important that these not be used externally and that they not be used in a way that would imply that they are somehow connected with the Honeywell Master Brand or represent the company as a whole.
Q. What type font is used to create the Honeywell logo?
A. The Honeywell logotype is actually a unique piece of artwork – it cannot be recreated using any typeface. Always use camera-ready artwork or electronic files downloaded from this site to reproduce the Honeywell logotype. Do not try to recreate it with any typeface.
Q. What is a "clear zone"?
A. A clear zone, also known as the control field, must always surround the freestanding logotype. No graphic elements of any kind (including lines and rules) are allowed to intrude into this field. No other words or phrases – including business names, product names, slogans or theme lines, or addresses – may intrude into this field. The width of the control field is determined by a measure equal to the height of the capital H in any size of logotype used, as demonstrated in the diagram on this page.
Q. What’s a logotype lockup?
A. A logotype lockup is created when a word or phrase (such as a business name, product name or advertising slogan) is used in a consistent and unique spatial relationship with the logotype. In the past, Honeywell has occasionally used lockups. For example, the Aerospace business used a lockup of the logo and the positioning phrase, "The Unlimited Partnership" prior to 2004 (when use was discontinued). Logotype lockups are not allowed under the current Honeywell Visual ID System.
Q. How do I know which of the three logotype treatments I should use?
A. The Basic Elements section of these guidelines should help you decide. The "Honeywell logotype in bar" is the preferred format for using the Honeywell logotype and should be used whenever possible in company materials. The "Honeywell logotype with rule" is usually used on stationery items. The "Honeywell freestanding logo" is used in advertising, signage, and in other cases when the other two formats aren’t appropriate.
Q. Are there approved Honeywell type fonts?
A. The company has selected three approved typefaces, which should be used in all professionally typeset company materials: Helvetica, Times and ITC Garamond. In correspondence, slide presentations and other documents prepared with Microsoft® Word, PowerPoint, or other software programs, Times New Roman or Arial may be used. Veranda may be used for Internet applications.
E-MAIL STANDARDS
Q. Are there standards for e-mail messages?
A. Yes. E-mail messages are usually less formal than written correspondence in letter or memo form. However, e-mail messages, especially those that are distributed outside the company, should be professional and consistent in content, tone and appearance. See the e-mail section of these standards for guidelines – including the approved format for an e-mail signature.
POWERPOINT PRESENTATIONS
Q. Is there a Honeywell standard for PowerPoint® presentations?
A. Yes. The use of a common, flexible format throughout the company is designed to promote consistency; make it easier to share and update presentations, data and graphics; and ensure that Honeywell presentations reinforce the company’s visual identity. You can download a template to create a PowerPoint presentation from this site.
BUSINESS CARDS
Q. Can I get my business cards at my local print shop?
A. U.S. employees must order their business cards through our selected stationery provider, Standard Register. Having a single production source for business cards and other stationery items ensures quality, consistency and cost-effectiveness. Business cards can be ordered online at this site.
Q. Can product and business unit logos be printed on Honeywell business cards?
A. Branded business cards, which incorporate both the Honeywell logo and one of the select group of Standalone Brand and Endorsed Brand logos, can be ordered through Standard Register. Only the approved Standalone Brand and Endorsed Brand logos may be used and only by employees assigned to one of these business units.
Q. Can logos from professional societies or certifications be included on business cards?
A. No. Past Honeywell standards allowed certain non-Honeywell logos signifying certifications or professional affiliations to be imprinted on business cards. In an effort to simplify our business cards and ensure cross-company consistency, this option is no longer available. An exception may be made in cases where the imprint of a non-Honeywell logo is required by law or contract (as in the case of some ISO logos).
Widely recognized certifications, honors or degrees that are common expressed in abbreviations (e.g., PhD., CPA, etc.) may follow an employee’s name on a Honeywell business card if it is relevant to the position they currently hold with the company.
Q. I have received a major Honeywell award. Can I include that award on my business card?
A. No. While certain company award logos were allowed to be imprinted on business cards under past standards, this option is no longer available. Again, it’s our goal to maintain a consistent and simple business card design across the company.
Q. Can business cards be printed on both sides?
A. Yes. If you work out of more than one office or if you have the need for multi-language business cards, you may choose to have a business card that is printed on both sides. See the standards for details.
STATIONERY
Q. Where can I get Honeywell stationery items?
A. To ensure consistency, standard stationery items such as business cards, letterhead and envelopes must be ordered through the company’s stationery vendor, Standard Register. Common stationery items may be ordered on the Standard Register website at https://www.bsp-press.com/honeywell . To sign into the site, use the user name honeywell and the password govaps, both in lower case.
Q. Is there a standard letterhead template for my computer?
A. No. There are no computer letter templates for external correspondence. Because computer printers vary considerably in their ability to reproduce the Honeywell logotype and Honeywell Red color at a consistently high level of quality, the use of preprinted letterhead is mandatory for external correspondence. E-mail is used for most routine interoffice correspondence. But if you need to prepare an interoffice memo on paper, the Honeywell Memowriter template for Microsoft® Word can be downloaded from this location: http://content.honeywell.com/idstandards/Library/honmem.dot
Q. Can I order personalized stationery?
A. Senior Honeywell managers (generally defined as directors, vice presidents and presidents) may order personalized letterhead if they frequently send letters to external contacts. To ensure consistency, personalized letterhead should be ordered from the company’s stationery vendor, Standard Register. Letterhead is preprinted with the Honeywell logotype (with red rule) and customized with the executive’s name, title, and contact information.
Q. Is there an approved format for FAX cover sheets?
A. Yes. Click here to move to that topic. The recommended type font for faxes is 12-point Times New Roman. | |
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